BUSINESS & MARKETING

How to create a Facebook Ad (that actually gets clients)

Mahmud Ahmed, CEO, New York
7 September 2019

Everybody likes to talk about tactics, but nobody likes to reveal the little-known secret that makes it convert.

Generate leads from Facebook
Photo by Tim Bennett on Unsplash

A couple months ago I had a Mortgage Broker reach out to me, asking about an explainer video.

Apparently his colleague mentioned how he might be able to use an explainer video on LinkedIn, then get leads that way…

And after a little bit of research, I realized that really wasn’t his best bet.

Say that for a few reasons, but if anything, I didn’t think he was going to get that many views with this approach…

So I didn’t want him to put all his resources into a video that wouldn’t do him any good, but after mentioning this to him, I then said how a Facebook Ad might be a better fit…

And he went off on a rant after that.

Can’t even remember the entire rant now, but I remember it being something along the lines of how he’d tried Facebook Ads already, and after spending $3K on this platform…

He didn’t get one lead from it, so he “knew” it was a hoax.

Anyway, I’d definitely heard this one a time or two, so instead of marking him off as a nutjob…

I simply asked if I could take a look at his setup, and 2.5 seconds later:

I realized where he’d gone wrong

Like most new advertisers, they’re under the impression of how they can just put up a “free consultation” ad, then have people come flocking in to work with them after that…

And even though that might’ve worked back in the day, when there wasn’t any competition, in today’s world…

Where everybody and their dog is trying Facebook Ads, it takes a little more effort to stand out.

With that said, after seeing this, I started telling him about a few other options he could take…

And after seeing how amazed he was with this approach, almost as if he didn’t realize this was even a thing, I remembered why most people get burnt with Facebook Ads…

Which is exactly what I’d like to help you avoid, starting with:

Step #1 — Map out your process

Alright, so I mentioned this a little bit ago, but long story short…

One of the biggest problems people have with all forms of advertising, including Facebook Ads, isn’t the platform itself…

But instead, it’s just understanding their market.

Now this is another subject in itself, and if you’re interested, I wrote about it in more detail over here:

But in short, the main goal of an ad shouldn’t be to sell, it should be to overcome an obstacle.

Again, few ways to look at this, but for the most part…

These obstacles usually boil down to:

  • Obstacle #1 — Your market doesn’t understand how you can help them, so you need to educate first (via webinar, blog post, etc.)
  • Obstacle #2 — Your market has been burnt by another provider in the past, so you might need a really good guarantee (i.e. if I don’t sell your house within 120 days, then I’ll buy it myself — Real estate agent example)
  • Obstacle #3 — There’s a “800 pound gorilla” in your market, and you need to show people why they should work with you…not them (i.e. most agencies charge you no matter what, we only charge once you see results)

Anyway, that’s really the main 3, and after identifying your obstacle…

You just need to map out a system that helps them overcome this.

For example, if your market struggles with obstacle #1, then you’ll probably want to send them to a blog post first…

That explains everything in full detail, and allows you to help them overcome their obstacle that way.

On the other hand, if they just need a guarantee first, then you’ll want to have a sales letter afterwards…

That explains the program/guarantee in full detail.

Last but not least, if you struggle with obstacle #3, then you need to find a reason why clients should work with you (instead of the 800 pound gorilla)…

And that can be tough to do, but for the most part, this usually has to do with an irresistible offer (similar to the one I mentioned above).

Anyway, that’s the gist of it, but now that you have this down…

Let’s move onto:

Step #2 — Build the actual system

Alright, so this part is fairly straightforward, and I’m not going to get into too much detail on it…

But long story short, you always want to make sure you have a system built out, before you launch your ads.

If you don’t, and you think you can just send people to a “free consultation” page, then get leads (or sales) that way…

You’ll be very disappointed, as this strategy doesn’t work (because a free consultation doesn’t overcome obstacles, nobody wants to jump on the phone right away).

Anyway, again, this will depend on a few things, where some people take the webinar approach:

While others take the sales letter approach:

Whatever it may be, you need this system in place, then after that…

We’ll move onto:

Step #3 — Creating the actual ad

Alright, so by this point in time, we’ve officially:

  • Identified your market’s obstacles, figured out how we’re going to overcome them
  • Created a system that will do this on autopilot…

And now that we have this out of the way, it’s time to move onto the final part of the process…

Creating the ad.

Like most marketing campaigns, this is where everybody usually starts, and that’s an issue…

Because when you do this, then you’re always going to use some generic “free consultation” approach, but now that we’ve officially created the system first…

This gets a little easier, and in the simplest terms, with this ad…

You really just want to create something that gets them to click and visit the first step of the process, which is then designed to overcome their obstacle.

Going back to our obstacles, if you had to educate first…

Then you’d want to create an ad that says something along the lines of:

“A few years ago Jerry was in a rough spot.

He’d recently lost his job, and needing money right away, he started looking for different ways of earning income…

Which is when he came across our “Wealthy Marketer” program.

After doing this, he signed-up for our free webinar right away, and let’s just say…

Now Jerry is making $15K every month, from the comfort of his own home.

Want to see how you can do the same for yourself?

If so, please click on the link below, and we’ll tell you all about it:”

And after that, you just want to create a headline that backs up your promise, or better yet…

Says it in one sentence, which would be something along the lines of:

“Make money at home with digital marketing”

Of course, this would be an ad for some “make money online” guru as well, and even though I’m not a huge fan of this market…

It’s something everybody can relate to, so something I wanted to mention either way.

Anyway, that’s the gist of it, and from there…

You have 2 options:

  1. Post as “long-form” text:

Or 2. Post as an explainer video ad:

Now I do have a biased opinion with this, so please keep that in mind, but from my experience…

Everybody seems to convert a lot better after seeing a video ad, as it’s a lot easier to watch these videos, then it is to read a long-form ad…

And that’s the same reason why more people are taking this approach.

Anyway, that’s all I wanted to mention for this step, which now takes us to…

The recap

As I hope you’re starting to see by now, one of the biggest problems people have with Facebook Ads…

Isn’t the “tactics” or anything like that, because that stuff’s easy, and can be learned for free via Facebook’s own course.

But the real problem happens with the foundational side of things, which is what very few people truly understand.

Said differently, if you try to put a “guarantee” ad in front of a market that doesn’t even know what you do, then you’ll never get results…

But on the other hand, when you:

  1. Understand your market
  2. Create the system
  3. Drive traffic to your system with an attention-grabbing explainer video…

Then I can assure you, Facebook Ads will be your best friend.

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